Source: Global Brands

The All Shook Up range launched exclusively into Tesco last year

Global Brands has taken its Tesco-exclusive RTD brand, All Shook Up, into bag-in-box and added a duo of new flavours.

It has launched 2.25l bag-in-box packs for the brand’s Passion Fruit Martini and Flamingo Colada flavours (rsp: £12), and introduced new Hawaiian Daiquiri and Violet Cosmo variants to the range. The new flavours, like the rest of the range, are non-carbonated and made with “natural” fruit juices, which is billed as creating “a more authentic tasting cocktail”.

The bag-in-box SKU was “developed specifically for sharing during the summer season, with the format perfect for sharing with friends from parties to picnics and big-night-ins to barbecues”, said Global Brands. 

“Expertly mixed on-trade cocktails are as much about quality ingredients and great tastes as they are about the actual style of the serve, and All Shook Up captures this perfectly,” added Global Brands brand controller Christian Sarginson.

”Natural ingredients deliver on taste, while the can has been designed with Instagram in mind to make it shareable on social media and a part of the at-home serve and drinking experience.”

Since launching into Tesco in April last year, All Shook Up had come to account for 15% of total supermarket canned cocktail sales – with value of £2.7m versus the £17.9m category, said Global Brands [Nielsen 52 w/e 20 April 2019].